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Inside ESPN Marketing’s XFL Spot “Bring It In”

League co-owners Dany Garcia and Dwayne Johnson narrate, encouraging XFL fans, teams, and cities to band together. Here's the thinking behind the creative

The XFL is a league focused on deep and compelling storytelling, with the goal of building tomorrow’s league – one focused on opportunity, innovation, and a passion for football.


ESPN developed creative as intriguing as this new organization – inspiring the rallying cry “Bring It In,” narrated by co-owners Dany Garcia – who is also Chairwoman of the XFL – and Dwayne Johnson. Watch the spot in the video above.

“Whether you’re hungry for more football, a talented athlete hoping for a second chance on the field, a coach driving for results, or a city ready for a football franchise – everyone has a part to play in this league,” said Lauren Gorajek, Associate Director, Sports Marketing. “Whatever that something is, we’re looking for everyone to ‘Bring It In’ and continue to travel that journey throughout the season.”

ESPN is collaborating with the XFL, using its powerful global platform to provide unprecedented fan access and tell dynamic stories.

Each of the 43 XFL games will be featured on a combination of ABC, ESPN, ESPN2, and FX, with some games available in Spanish on ESPN Deportes. All XFL games will be streamed on ESPN+ in the U.S. and simulcasted in 142 countries around the world. Built-in partnership with agency Preacher, the creative began airing across TWDC platforms earlier this month.

One unique aspect of this creative is the including the voices of Garcia and Johnson, league owners who have been intensely involved in shaping all aspects of the league.

“Their passion and hunger are felt throughout, and they deliver their message boldly,” Gorajek said.

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